We are looking for a logo for a seed capital investment fund. That
means we're a company which invests money in smaller companies who are
looking for investment. As such, we invest in startups, primarily in
London, England. Our focus is in all sectors, not just technology.
We're interested in people and ideas, and want to avoid the sort of
logos that big corporations, banks, and private equity might
use. We're keen to come across as not being arrogant, not harsh in our
design. Some watchwords might be: fuzzy, warm, organic, growth, seed,
human, understated, minimal.
We see ourselves as the sort of people who allow others to realise
their dreams by giving them the funding to invent new products and
services which have some use in the real world. Obviously, though,
we're not a charity, and we'd like to recoup our investment with a
The "Wren" comes from the architect Christopher Wren, although it's
the name of a type of bird too. You don't have to incorporate either
concept into the logo, but you are free to do so if you think it's the
best way of achieving the desired result.
We're smaller than the average venture capitalist or investment fund,
so we're primarily sending a message to small entrepreneurs and
inventors and geeks everywhere. In that sense, we're slightly
non-traditional in that we don't want a logo which looks like a very
formal financial organisation.
We want something which makes us seem human and approachable, yet not
The logo will be used on our web site, business cards, and
stationery. We will require the logo in a vector image format (PDF,
SVG, EPS, Adobe Illustrator) together with a black and white version
We'd like the font to be Helvetica, or Akzidenz-Grotesk.
Here are some examples of design which we like:
* New York Subway: http://www.espressocommunication.co…osters.jpg
* Lufthansa (especially the font) http://www.mpiweb.org/Libraries/Mag…a-logo.jpg
* Sony Ericsson (the logo, not the font) http://www.crazyleafdesign.com/blog…n-logo.jpg
We don't like: